Founders: Amy Williams and Daniel Winterstein

Ethical video start-up Good-Loop has secured a £1.23 million investment from brand tech group You & Mrs Jones founded by former Havas chief executive David Jones.

Edinburgh-based Good-Loop will invest the funds into growing its commercial team in Europe and the US. It plans a Series A funding round in the first quarter of 2021.

Its technology helps advertisers use programmatic technology. The platform rewards online ad viewers by donating on their behalf to a chosen charity. 

Half of the media spend for these ads goes to the charities, as long as the viewers watched a 30-second ad for at least 15 seconds. Rose Street-based Good-Loop says video performance and ad recall is boosted by up to 45%.

Good-Loop’s client list includes Amazon, Coca-Cola, H&M, Nestlé and Unilever. Nestlé chose Good-Loop for its KitKat Sustainability Project in 2017. 

Amy Williams, co-founder and chief executive of Good-Loop, said: “Bringing You & Mr Jones and our other investors into the business at this stage will add a huge amount of value above and beyond cash as we prepare to scale up our operations.